Regional Head Sales

Regional Sales Head Job Description

Company: Avaada Electro

Designation: General Manager / Assistant Vice President

Location: Regional base, with frequent travel within assigned states

Reporting to: Sales Head, Avaada Electro

Role Summary

Lead and grow Avaada Electros solar module business across the assigned region. The role is responsible for regional sales planning, distribution development, key customer relationships and team performance, with ownership of sales volume, revenue, margins and collections.

Key Responsibilities

Regional Business Planning

• Prepare and execute the regional sales plan, with state-wise targets for sales volume, revenue, margins and collections.
• Identify priority markets, districts and customer segments. Translate market potential into territory coverage, channel appointments and sales team requirements.

Distribution and Channel Development

• Appoint and develop distributors, dealers, installers and EPC partners based on market coverage, business capability and financial strength.
• Set partner targets, support product training and review sales, inventory, payments and repeat orders. Drive sales through the channel and address inactive or underperforming partners.

Customer Acquisition and Business Development

• Develop business across residential rooftop, PM Surya Ghar, PM-KUSUM, commercial and industrial, and institutional segments.
• Build relationships with key customers, EPC contractors and institutional buyers. Lead proposals, commercial negotiations and order closure; coordinate tender participation where relevant.

Margins Credit and Collections

• Protect margins through pricing discipline, product mix and control of discounts within approved commercial policies.
• Work with finance on customer credit assessment, credit limits and payment terms. Review receivables regularly and take responsibility for timely collections and overdue recovery.

Team Leadership

• Recruit and develop experienced state heads and sales teams suited to the opportunity and responsibilities of each territory.
• Set individual targets, conduct regular reviews and customer visits, coach team members and address performance gaps. Build accountability for sales, margins, channel development and collections.

Sales Execution and Reporting

• Maintain accurate sales forecasts, order pipelines and account plans. Track competitor pricing, customer requirements and market developments.
• Coordinate with manufacturing, supply chain, finance and technical teams on order acceptance, delivery commitments, dispatches and customer issues. Provide regular regional performance reviews and corrective action plans.

Qualifications and Experience

• Graduate in engineering, business or a related discipline; MBA preferred.
• 15+ years of sales experience, including at least 5 years managing regional or multi-state sales operations and teams.
• Proven experience in solar module or rooftop solar sales, with a strong understanding of distributor, dealer, installer and EPC channels.
• Preference for candidates with business development experience in PM Surya Ghar, PM-KUSUM and institutional sales.
• Demonstrated record of building channels and teams, winning customers, delivering revenue growth and managing margins and collections.
• Strong commercial negotiation, sales forecasting and people management skills. Willingness to travel extensively within the region.

Key Performance Measures

• Achievement of regional sales volume, revenue and gross margin targets.
• Collection performance, overdue receivables and adherence to credit terms.
• Growth in active channel partners, district coverage and repeat orders.
• New customer acquisition, key account growth and conversion of sales opportunities.
• Team productivity, staffing of priority territories and forecast accuracy.

Selection Criteria

Candidates will be assessed on actual sales delivered, margins and collections managed, channels developed and teams built. Interviews should establish the candidate’s personal contribution, scale of responsibility and knowledge of the proposed region. Previous responsibilities and performance must be supported by strong reference checks.